Age: 18-35 years old

(Millennials to Gen Z: Aware of trends, socially aware)

Gender: All genders (Gender-neutral)

Income: Middle-to upper-middle income consumers (willing to invest in pieces that make a statement or have cultural significance)

Location: Urban areas with strong Latinx or Chicano/Chicana cultural communities

(e.g., Los Angeles, Houston, San Antonio, Chicago, etc.)

• Values: Pride in one's heritage and culture, authenticity, and social justice.

• Lifestyle: Creatives, activists, artists, students, educators, musicians, and other culturally engaged individuals.

• Personality: Bold, expressive, creative, fashion-forward, and socially conscious.

• Buying Motivation: Purchases fashion pieces that make a statement, values originality and representation, and seeks to support Latinx designers who honor and celebrate Chicano/Mexican American culture.

Influenced by Chicano art and history, lowrider culture, Los Angeles street culture, tattoo art, Pachuco-style fashion, and streetwear.

• Primary Segment: Latinx and Chicano consumers who are deeply connected to their culture and seek apparel that reflects their identity and heritage with pride.

• Secondary Segment: Streetwear enthusiasts, culture-driven consumers, and individuals who appreciate or want to support Chicano and Mexican American culture.